2018 Focus on Subscriber Engagement
- eDM, engagement, Marketing Automation, segmentation, sign-up, subscriber, subscriber acquisition
We continue to see enquiries from non-clients who have the poor subscriber engagement results (based on interaction and outcomes). Combine poor engagement with SPAM / Junk messages at record highs as well as organizations struggling to engage with the millennials and we are seeing desperation setting in.
The answer continues to be timely and relevant communication and not automated blasts or drip feed marketing that is plagues our Inboxes and cell phones.
This year we will be reintroducing subscriber frequency?!? What is subscriber frequency and why is it being reintroduced? When we first built our platform we had an important question asked of new subscribers that were joining mailing lists:
How often would you like to be contacted?
- As often as you like
This question will not be mandated by us this year but we will be deploying it as option and starting the education process to encourage our users to deploy it. Why? Subscribers that see the frequency question along with some simple segmentation based queries are more than 4 times more likely to trust the publisher / organisation they are subscribing to according to our research.
Remember once a subscriber unsubscribes from your organization you have lost them and their trust. It becomes very expensive to resubscribe recipients in a SPAM compliant way.